Document Type


Publication Date

Spring 2008

Source Publication

Journal of Public Policy & Marketing

Source ISSN



Masked marketing—one form of covert marketing—involves marketing communications that appear to be from independent third parties rather than from product marketers. This article presents a typology of masked marketing practices, illustrating whether they may be deceptive to consumers. To accomplish this, the authors apply the Federal Trade Commission’s three-part definition of deception (i.e., misleadingness, reasonable consumer, and materiality) in the evaluation of such practices. The article concludes with policy recommendations including areas for further research.


Published Version. Journal of Public Policy & Marketing, Vol. 27, No. 1 (Spring 2008): 7-18. DOI. © 2008 American Marketing Association. Used with permission.

Included in

Marketing Commons